Jan 17 2012
As an advertiser, you need to get to your customers, wherever they are. Now, more than ever, your customers are on their mobile phones doing everything. Paying bills, checking scores, and most importantly, doing research on what they’re next purchase is going to be. According to Google, 65% of mobile users do research on products, restaurants or services on their cell phones before buying and that 50% of all mobile searches result in purchase. And when it’s estimated that there are between 6-8 billion Google searches made on mobile phones a month, you’d be crazy to not start a mobile-targeted PPC campaign!
Before you can just set up a mobile campaign, there are a few things you’ll need to iron out to make sure your website is mobile friendly, so let’s you prepared for mobile AdWords management.
Make Sure your Site is Mobile-Friendly
A mobile website doesn’t need to be very fancy, it just needs to work and it needs to be easy to use. Try this tool out, it will show you what your site looks like on a mobile device as well as giving you some recommendations on how to make your site mobile-friendly. Think about what someone looking for your website on their phone would want to see that would provoke them to buy from you. If you’re a restaurant, you should definitely include a menu and if possible, a way to order online. If you’re a venue or ticket service, it would be smart to include a calendar of events, etc. Chances are, whatever you product or service is, there’s something you allow users to do on their mobile device.
Mobile Searches Aren’t the Same as Desktop Searches
Mobile searches are typically location-based and made when a consumer is ready to buy something on the spot, or looking for a place to go right now. Keep that in mind when you’re writing your text ads. Maybe include that if the customer mentions your ad they get 10% off their purchase or a free drink/side with their meal if you’re a restaurant. Get creative, it doesn’t have to be anything big, but even a small coupon increases the chances that a potential customer will pick you over a competitor.
There are three extensions that you can employ for mobile campaigns. The first is the local extension, which is great because it shows your store location on a map in relation to where the mobile search was made from. This is great because mobile searchers love to find places that are nearby where they already are when it comes to making a decision.
Click-to-call extensions are a great extension to use in your mobile ads as well. Instead of using your limited space to include a phone number in your ad, the click-to-call extension allows extra space for a phone number. You don’t pay any extra to install the extension, but a call acts as a click with this extension so you’d be charged for the call instead of the click.
Finally, you can use sitelinks for a mobile campaign. Mobile ads with sitelinks have proven to improve the clickthrough rate by up to 30% when compared to a standard mobile ad. Sitelinks are great because they allow you to include three separate links to your website, making it easier for a searcher to get to the page they want faster. I hate to use the restaurant analogy so often but it makes so much sense more mobile, you can have the main link go to your website and the sitelinks can link to a menu page, or a locations page if you have more than one store. The possibilities aren’t endless, but there sure are a lot of them.
Some other factors you’ll want to keep in mind when setting up your mobile campaign is that you should avoid using Flash, not all smart-phones are Flash-enabled and you don’t want to alienate anyone. Also, make sure your campaign is set to only be run on mobile devices for the best results. Keep these tips in mind and mobile PPC management will be no problem.
Trace Ronning is the social media coordinator for WordWatch. They’re dedicated to delivering small business advertisers better results for their money. He blogs about small business and paid search at WordWatch.com/blog and you can follow him on twitter @WordWatchPPC